Big Data Sebagai Referensi Trend Fashion; Strategi Dalam Inovasi Pemasaran

Neng Susi Susilawati Sugiana(1*),Agus Rahayu(2),Lili Adi Wibowo(3),Bambang Widjajanta(4)
(2) Universitas Pendidikan Indonesia
(3) Universitas Pendidikan Indonesia
(4) Universitas Pendidikan Indonesia
(*) Corresponding Author
DOI : 10.35889/jutisi.v12i2.1232


The convenience provided by information technology is beneficial for various business aspects. The pursuit of competition is very fast so that business people, especially fashion business people, must be active in formulating various strategies that involve broad market assessments. This article examines how large data sources, especially digital, provide many references to young people's behavior in fashion trends so that they can be utilized by business people in making or following their fashion trends. It was carried out using a qualitative method of interviewing a number of young people in fashion and how to get fashion references that come from digital media such as social media or platforms that provide the latest fashion images. The results of this study stated that young people tend to see things that are viral or what is called Out Fit of The Day and then exemplify it by looking at several online shopping platforms. So that it quickly makes the flow of fashion trends distributed to fashion business people, especially online business people.

Keywords: Fashion Trend; Promotion media; Information Technology; Business Strategy; Big Data



Kemudahan yang disuguhkan oleh teknologi informasi menguntungkan untuk berbagai aspek bisnis. Mengejar persaingan yang sangat cepat sehingga para pelaku bisnis khususnya pelaku bisnis fashion harus giat dalam merumuskan berbagai strategi yang melibatkan penilaian terhadap pasar secara luas. Artikel ini menelaah bagaimana sumber data yang besar khususnya digital dalam memberikan banyak referensi perilaku anak muda pada trends fashion sehingga dapat dimanfaatkan oleh para pelaku bisnis dalam membuat atau mengikuti trend fashionya. Dilakukan dengan metode kwalitatif mewawancarai sejumlah anak muda dalam berfashion dan cara mendapatkan referensi fashion yang berasal dari sebuah media digital seperti media sosial ataupun platform yang menyediakan gambar fashion yang terkini. Hasil dari Penelitian ini menyatakan anak muda cenderung melihat hal hal yang viral atau yang disebut dengan Out Fit of The Day lalu menyontohnya dengan melihat beberapa platform pembelanjaan online, sehingga dengan cepat membuat arus trend mode fashion terdistribusikan pada pelaku bisnis fashion terutama pelaku bisnis online.



Trend Mode fashion; Media Promosi; Teknologi Informasi; Stretegi Bisnis; Big Data


H. J. Park and J. J. Jun, "A Study on the Trend of Sustainable Fashion Based on Instagram," Sustainability, vol. 13, no. 4, p. 1853, 2021. DOI: 10.3390/su13041853.

R. Marjuki, "Factors affecting young people's fashion preferences: A study on students of vocational high schools," Journal of Physics: Conference Series, vol. 1338, no. 1, p. 012057, 2019. DOI: 10.1088/17426596/1338/1/012057.

V. Bhardwaj, A. Jain, & S.K. Sharma, “The Role of Big Data Analytics in Fashion Retailing: A Literature Review. International Journal of Applied Engineering Research, vol. 12, no. 8, pp. 8030-8035. 2017.

S. Okazaki, & C.R. Taylor, “Fashion Trend Prediction Using Social Media Data”. Journal of Interactive Marketing, vol. 3, no. 2, pp. 18-32, 2015.

A. Iqbal, & C. Jianhong, “The Impact of Big Data on Fashion Industry: A Case Study of Zara”. International Journal of Information Management, Vol. 4, no. 3, pp. 283-286, 2018.

C. Hsiao, & Y. Chen, “Fashion Marketing and Social Media: Individualization, Digital Marketing and Data-Driven Decision Making. International Journal of Business and Management, vol. 13, no. 8, pp. 195-202, 2018.

W. Song, Y.J. Lee, & Y. Park, “Big Data Analytics for Fashion and Textile Industry. Journal of Textile and Apparel”, Technology and Management, vol. 11, no. 1, pp. 1-9, 20219.

Y. S. Yosmara and I. H. Susilowati, "Faktor-faktor yang mempengaruhi trend fashion remaja," Jurnal Ilmu Keluarga dan Konsumen, vol. 12, no. 2, pp. 116-125, 2019. DOI: 10.24156/jikk.2019.12.2.116.

A. M. Abdulla, W. G. Al-Khatib, and H. F. Hussein, "Predicting Fashion Trends Using Social Media Analysis," International Journal of Advanced Computer Science and Applications, vol. 11, no. 2, pp. 99-107, 2020.

Y. Lestari and I. A. Damayanti, "Faktor-faktor yang mempengaruhi pemilihan fashion pada remaja di Kota Semarang," Jurnal Kajian Komunikasi, vol. 7, no. 1, pp. 1-11, 2019. DOI: 10.24198/jkk.v7i1.19383.

A. R. Prajna, "Faktor-faktor yang mempengaruhi keputusan pembelian produk fashion pada mahasiswa," Jurnal Ilmiah Bisnis dan Ekonomi Asia, vol. 14, no. 1, pp. 33-42, 2020. DOI: 10.29040/jbae.v14i1.189.

R. D. A. Nasution and N. Yanti, "Factors that influence millennials’ online fashion shopping behavior," Journal of Consumer Sciences, vol. 5, no. 1, pp. 47-56, 2020. DOI: 10.29244/jcs.5.1.47-56.

Y. Lu, B. Wang, and D. Wang, "Big data analytics and marketing innovation in mobile commerce," Journal of Business Research, vol. 85, pp. 429-437, 2018. DOI: 10.1016/j.jbusres.2017.11.011.

Y. Chen, X. Chen, and Y. Chen, "Marketing strategy optimization based on big data analysis," Journal of Industrial and Intelligent Information, vol. 7, no. 2, pp. 11-15, 2019. DOI: 10.12720/jiii.7.2.11-15.

H. Chen, R. H. Chiang, and V. C. Storey, "Business intelligence and analytics: From big data to big impact," MIS Quarterly, vol. 36, no. 4, pp. 1165-1188, 2012. DOI: 10.2307/41410490.

S. Mutmainnah, A. Arliansyah, and A. E. Yustika, "Factors influencing purchasing intention towards local fashion products among Indonesian Generation Z," Journal of Critical Reviews, vol. 8, no. 4, pp. 81-86, 2021. DOI: 10.31838/jcr.08.04.18.

Y. Permatasari and B. Suharjo, "Exploring the relationship between consumer innovativeness and fashion trend adoption: the mediating role of attitude toward fashion," International Journal of Fashion Design, Technology and Education, vol. 13, no. 2, pp. 231-243, 2020. DOI: 10.1080/17543266.2019.1656699.

Y. Wang and X. Feng, "Big data analytics for marketing," Journal of Business Research, vol. 86, pp. 171-174, 2018. DOI: 10.1016/j.jbusres.2017.07.015.

I. R. Dewi and W. Utama, "Factors influencing young consumers’ buying decision of sustainable fashion products," Journal of Business and Retail Management Research, vol. 14, no. 3, pp. 38-49, 2020. DOI: 10.24052/jbrmr/v14i3.121.

T. T. Nguyen, T. H. Nguyen, and T. H. Nguyen, "A big data analytics framework for marketing strategies in the era of Industry 4.0," Journal of Business Research, vol. 117, pp. 849-858, 2020. DOI: 10.1016/j.jbusres.2020.05.031.

Y. Joo and J. Park, "The impact of social media on fashion trend forecasting: The case of Instagram," Sustainability, vol. 13, no. 7, p. 3913, 2021. DOI: 10.3390/su13073913.

S. Kim and S. Park, "The Role of Consumers in Shaping Fashion Trends: A Review of Fashion Trend Forecasting and Consumer Research," Journal of Fashion Marketing and Management, vol. 24, no. 4, pp. 518-532, 2020. DOI: 10.1108/JFMM-04-2019-0045.

The PDF file you selected should load here if your Web browser has a PDF reader plug-in installed (for example, a recent version of Adobe Acrobat Reader).

If you would like more information about how to print, save, and work with PDFs, Highwire Press provides a helpful Frequently Asked Questions about PDFs.

Alternatively, you can download the PDF file directly to your computer, from where it can be opened using a PDF reader. To download the PDF, click the Download link above.

Fullscreen Fullscreen Off

Full Text: File PDF (Indonesian)

How To Cite This :


  • There are currently no refbacks.